This article is part of our Celebrity Tequila series. Read more about the rise of A-lister agave spirits here.
Everything Dwayne “The Rock” Johnson touches turns to gold. Or, in this case, blanco. Since launching Teremana in March 2020, it’s become one the fastest-growing, celebrity-endorsed spirit brands of all time. It sold 300,000 cases in the United States by the end of 2020 and accounted for 1 percent of all tequila imported from Mexico into the U.S.
Teremana is crushing its competition, in part because of how it resonates with consumers. From unique marketing campaigns to heart-warming social media, tequila lovers have many reasons to fall head over heels for Teremana.
Read on for eight things you should know about Teremana Tequila.
There Are Two Expressions, So Far
Teremana Tequila offers blanco (unaged) and reposado (aged) expressions. Both are made with 100 percent Blue Weber agave which is roasted in traditional brick ovens and distilled in handmade copper stills. There are rumblings that the brand will be introducing an añejo expression down the road. If that’s true, fans will need to wait one to three years for the required aging to finish.
The Brand Plays Well With Food
In a year that saw an unprecedented amount of time at home, attention-grabbing headlines seemed to make a big impact on the bottom line. In December, “Dwanta Claus” announced three flavors of tequila-spiked ice cream in collaboration with Salt & Straw. And more recently, the brand urged people to get out and support their local restaurants by offering to pay up to $10 to cover the cost of their guacamole if they ordered a cocktail made with Teremana Tequila.
It Takes Sustainability Seriously
At Teremana, once the juice is extracted from the roasted agave piña, the leftover plant fibers are turned into natural compost that is used as organic fertilizer in the agave fields. The distillery also cleans its leftover production water using a state-of-the-art water filtration system so it can be reused elsewhere on the property.
It’s One of the Most Affordable Tequilas on the Market
When comparing Teremana Tequila to other blanco-style tequilas, it sits below the average $35-to-$45 range. With an average bottle price of $31, it’s also the most affordable celebrity-endorsed tequila on our 2021 list of Best Celebrity Spirits, Tasted and Ranked.
The Name Hits Home for The Rock
When thinking of a name for the brand, Johnson wanted to pay homage to his Polynesian heritage. The first half of the word “tere” comes from the Latin word for earth, “terra.” The second half, “mana” means “spirit” in Polynesian. In its entirety, Teremana roughly translates to “spirit of the earth.”
The Rock Is More Than Just the Face of the Brand
Unlike some other celebrity-endorsed brands, Johnson plays a pivotal role in the company. For more than a decade, Johnson had aspirations of owning a tequila company. The timing was right when he joined forces with co-founders Dany Garcia, Jenna Fagnan, and Ken Austin. Together, they worked with a Mexican family-owned distillery to build what is now Destileria Teremana de Agave.
The Distillery Doesn’t Show Up on Google Maps
On tequilamatchmaker.com, a database designed to search and discover tequila, Destilería Teremana de Agave is indicated to be on Highway 316, running south from Highway 314 in Jalisco, Mexico. In Google Maps street view, this location is surrounded by agave fields, but there’s no distillery in sight. Instead, when starting a fresh search for Destilería Teremana de Agave in Google Maps, the results present Destilería Casa De Piedra, which is nearly three hours away from the apparent address. Long story short, we know the distillery exists, but we can’t find it.
It Just Rolled Out in Canada
Before his days as a professional wrestler, Johnson’s career started in Canada as a CFL (Canadian Football League) player for the Calgary Stampeders. It was a full-circle moment for him in March 2021 when he announced on Instagram, responding to great demand, that Teremana would finally be available in Canada. The product rolled out in select LCBO locations almost immediately with further availability in British Columbia, Manitoba, Saskatchewan, and Nova Scotia in the following months.